Friends of We Care Inc.

What Friends of We Care Inc. does

Friends of We Care Inc. (legal name Friends of We Care Foundation Inc., operating as We Care) is a Canadian charitable non-profit founded in 1983 by foodservice industry figure Gary Wright and headquartered in Vaughan, Ontario. The organization's singular mission is to fund accessible summer camp experiences at Easter Seals camps for children with disabilities, which it pursues by mobilizing the Canadian foodservice and hospitality industry as its 'Charity of Choice.' We Care does not build or sell technology; its core operating infrastructure is a program of recurring fundraising events (golf tournaments, bowling challenges, ski days/Winterfest, curling, and an annual Dinner & Awards Gala), a tiered corporate Member Sponsor Program (standard $8,000/year; Platinum $50,000+/year), direct online donations via a qgiv-powered portal, a Square-based merchandise store, and a small in-house event/marketing team of 7-8 staff. Strategic partnerships anchor both supply and demand: Easter Seals Canada delivers the actual camp programming across 16 sites, while long-tenured Platinum members (Labatt Breweries, LCBO, Flanagan Foodservice, Cardinal Meat Specialists, Smoke's Poutinerie, Lactalis Canada, Mandarin Restaurant, Aramark, Saputo, Molson Coors, PepsiCo Foodservice) provide financial, in-kind, and volunteer support.

The business and revenue model is membership-and-donation based. Annual membership fees are structured to fully cover operating expenses, a design choice the organization uses to guarantee that 100% of event and donation proceeds flow to camp placements at a disclosed unit cost of $250 per camper-day. We Care funds approximately 500 children per summer (about 5,000 camp days) and has cumulatively raised roughly $29 million and funded 152,071 camper-days since inception. The Quebec market is served through a parallel provincial partner, Fondation Papillon (Les Amis de Nous Aidons), active since 1989, while national sponsors are courted through a 16-member Board of Directors drawn from member companies. The organization rebranded from 'Friends of We Care' to 'We Care' in February 2021 and appointed Maria Collins as Executive Director in May 2025; beyond its core camp funding, it now operates a small scholarship portfolio (Lactalis Culinary Companion, Kevin Collins Abilities, Bruce D. Curtis We Care) for youth with disabilities pursuing post-secondary education.

Name

Friends of We Care Inc.

Legal name

Friends of We Care Foundation Inc.

Website

https://wecare-canada.org

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

1–10 employees

Short description

Friends of We Care Inc. (operating as We Care) is a Canadian charitable non-profit founded in 1983 that mobilizes the foodservice and hospitality industry to fund accessible Easter Seals summer camps for children with disabilities, raising over $1 million annually and funding roughly 500 campers per year.

Ownership category

akta.pro rank

Product category

Charitable Fundraising and Disability Camp Funding

NAICS

Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Social Services (8300)

akta.pro primary industry

Disability Services & Independent Living Support (BPAGACAG)

akta.pro secondary industries

Rare Disease & Special Needs Support Organizations (BPAGACAM), Public Health & Health Equity Organizations (BPAGACAL)

Keywords

• Charitable fundraising events
• Accessible camp programs
• Corporate membership sponsorship
• Disability camp scholarships
• Industry charity partnerships

Headquarters

HQ city

Vaughan

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Member Sponsorship Fees: Annual membership fees from food service and hospitality companies. Standard membership is $8,000/year; Platinum membership exceeds $50,000/year. These fees cover all operating expenses, ensuring 100% of event/donation funds go directly to camp experiences.
2. Event Fundraising: Annual events including golf tournaments, bowling challenges, ski days (Winterfest), galas, curling events, and third-party initiatives raise over $1 million annually.
3. Direct Donations: Individual and corporate donations collected through the organization's donation platform, with charitable tax receipts issued for eligible contributions.
4. Third-Party Fundraising Initiatives: Companies and individuals host their own fundraising events in support of We Care, with funds either staying local (provincial events) or distributed nationally.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Friends of We Care Inc. (operating as We Care) is a Canadian charitable organization that raises funds through corporate membership sponsorships and industry-led fundraising events to send children with disabilities to fully accessible Easter Seals summer camps across Canada. The organization also administers post-secondary scholarships and recognition awards for the foodservice and hospitality industry.

Product overview

Friends of We Care Inc. (operating as We Care) is a charitable organization that operates as a single integrated mission rather than a multi-product platform. The core offering centers on sending children with disabilities to accessible Easter Seals summer camps through fundraising. The organization delivers its mission through several interconnected services: an annual schedule of fundraising events (golf tournaments, bowling challenges, Winterfest ski events, curling, and galas), a Member Sponsor corporate membership program, post-secondary scholarship programs for youth with disabilities, and volunteer opportunities. These services work together to fund camp placements for approximately 500 children annually across 16 Easter Seals camps in Canada.

Differentiator

Problem solved

Functional benefit

Products and services

• Fundraising Events Annual fundraising events including golf tournaments, bowling challenges, ski days, curling events, and galas that raise money to send children with disabilities to Easter Seals camps. Targeted at corporate sponsors and supporters in the foodservice and hospitality industry.
• Member Sponsor Program Annual corporate membership program for foodservice and hospitality companies. Standard membership is $8,000 per year and Platinum membership exceeds $50,000 per year. Includes logo placement, website profile, gala table, voting rights on Members Board, and event committee involvement.
• Camp Funding Program Funds placements for children with disabilities at 16 fully accessible Easter Seals summer camps across Canada, at $250 per camper per day. Provides approximately 5,000 camp days annually for about 500 children.
• Scholarship Programs Post-secondary scholarships for youth with disabilities, including culinary arts scholarships, abilities scholarships, and scholarships for former We Care ambassadors pursuing higher education.
• Volunteer Programs Event committee volunteer opportunities for planning and executing golf tournaments, bowling challenges, ski days, galas, and camp visits at national and regional levels across Canada.
• Awards Program Annual recognition program honoring individuals and companies for contributions to the foodservice and hospitality industry, including the Gary Wright Humanitarian Award, We Care Hall of Fame Award, and We Care Corporate Friend Award presented at the annual Dinner & Awards Gala.
• Camp Day Experience Annual visit program where members and supporters tour Easter Seals camps, participate in activities, share meals with campers, and engage in bear decorating to showcase the impact of camp experiences.
• We Care Store Online merchandise store selling We Care branded items including apparel, accessories, and promotional materials, operated through the Square e-commerce platform.

Quantifiable outcome

• $29 million raised and 152,071 days at camp funded since 1983
• +3 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core, flagship and minor.

• PepsiCo FoodservicecoreGTM or Marketing Partner · 1 January 2008Member sponsor since 2008. Donated $114,000 in the last decade. Presented sponsor for Drive-In movie events and hosts annual Holiday Silent Auction. Received 2022 Corporate Friend Award. Contact: Nimesh Gupta.
• Fondation Papillon (Nous Aidons)coreStrategic or Co-development Partner · 1 January 1989Quebec partner (Les Amis de Nous Aidons) that has worked since 1989 to raise funds for Quebec children with disabilities to attend camps. All money raised in Quebec goes to Fondation Papillon for local camp funding.
• Easter Seals CanadaflagshipStrategic or Co-development Partner · 1 January 1983We Care is the largest annual donor to Easter Seals summer camps across Canada. Supports 16 Easter Seals camps that provide fully accessible camp experiences for children with disabilities. Easter Seals provides the infrastructure and programming while We Care funds camper placements.
• Cardinal Meat SpecialistscoreGTM or Marketing Partner · 1 January 1983Platinum member sponsor contributing over $50,000 annually. Hosts the Cardinal FORE The Kids Golf Tournament, which raised funds to send 400+ kids to camp annually. Contact: Randy Sopinka.
• Flanagan FoodservicecoreGTM or Marketing Partner · 1 January 1983Platinum member sponsor hosting their 38th annual We Care Golf Tournament. VP Barry Reid serves as Vice Chair of We Care Board. Contact: Sarah Flanagan.
• Labatt Breweries of CanadacoreGTM or Marketing Partner · 1 January 1983Platinum member sponsor hosting the Labatt Golf Charity Classic, celebrating their 30th Anniversary. Contact: Theresa Darmody.
• LCBOcoreGTM or Marketing Partner · 1 January 1983Platinum member sponsor partnering on the annual Golf & Spa Classic event. VP Chris Robertson serves on board. Contact: Chris Robertson.
• Smoke's PoutineriecoreGTM or Marketing Partner · 1 January 1983Platinum member sponsor hosting the World Poutine Eating Championship CEO Challenge. Founder Ryan Smolkin was CEO. Contact: Ryan Smolkin, Founder & CEO.
• Lactalis CanadacoreGTM or Marketing Partner · 1 January 1983Platinum member sponsor partnering with We Care on the Lactalis Culinary Companion Scholarship for students with disabilities pursuing culinary arts. $4,000 one-time scholarship award.
• Mandarin RestaurantminorGTM or Marketing Partner · 1 January 1983Platinum member sponsor hosting the Mandarin Golf Charity Classic in support of We Care.
• AramarkcoreGTM or Marketing Partner · 1 January 1983Member sponsor since 1997. VP Angelo Colalillo serves as Director on We Care Board. Contact: Angelo Colalillo, VP Eastern Canada.
• Saputo Dairy Products CanadacoreGTM or Marketing Partner · 1 January 1983Member sponsor. VP Jim Fennell serves as Vice Chair of We Care Board and has been actively involved since 1996. Contact: Kyle Bagg.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• War Amps: Canadian charity providing services to amputees, including child amputees, through a member-funded model. Comparable in operating a membership-driven structure serving children with physical disabilities and offering peer support programs.
• Make-A-Wish Canada: Canadian affiliate of a global charity granting wishes to children with critical illnesses. Operates a corporate-sponsored fundraising model with similar donation-based revenue streams and event-driven GTM, focused on delivering life-changing experiences to children with medical needs.
• Campfire Circle (formerly Camp Trillium): Canadian charity providing year-round camp experiences for children with cancer and serious illnesses. Directly comparable in delivering accessible overnight camp experiences funded through corporate donations and community events.
• Variety - The Children's Charity of Canada: Canadian charity that fundraises through corporate sponsorships to support children with special needs, including funding for camps, equipment, and experiences. Operates a similar industry-engaged fundraising model targeting diverse corporate partners, with comparable scope of services for children with disabilities.
• Right To Play International: Canadian-headquartered global charity using sport and play to support children's development, including those with disabilities. Comparable event-driven fundraising (golf tournaments, galas) and corporate sponsorship model aimed at transforming children's lives.
• Starlight Children's Foundation Canada: Charity providing programs, services, and events for seriously ill children and their families across Canada. Comparable in mission (delivering transformative experiences to children with health challenges) and corporate fundraising model.
• The Children's Wish Foundation of Canada: National charity granting wishes to children with life-threatening illnesses. Similar corporate fundraising approach and event-driven revenue model delivering transformative experiences to children with medical challenges.

Broad incumbents

• Holland Bloorview Kids Rehabilitation Hospital Foundation: Foundation supporting Canada's largest children's rehabilitation hospital serving kids with disabilities. Operates a broader scope (clinical care + research + community programs) but draws on similar corporate donor base in the foodservice/hospitality industry.
• Easter Seals Canada: National disability organization operating the 16 accessible summer camps that We Care funds. Acts as the downstream infrastructure provider and primary beneficiary of We Care's fundraising; operates its own direct fundraising programs across Canada.
• Muscular Dystrophy Canada: National health charity funding research, services, and equipment for Canadians with neuromuscular disorders. Comparable in serving children with disabilities through corporate fundraising, though with a disease-specific mandate and broader program scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/WeCareCan
• YouTubeyoutube.com/user/FriendsofWeCare
• Facebookfacebook.com/wecarecan
• LinkedInlinkedin.com/company/wecarecanada
• Instagraminstagram.com/wecarecan

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Friends of We Care Inc.